Well I wasn’t sure that the Brits would take to breakfast biscuits, but a £40 million Belvita brand built from scratch says that we have. It’s managed this by cleverly borrowing breakfast cereal imagery, not just with wheat ears and sunshine but also through format where the tall box plays its part. The standing biscuit surrounded by wholesome ingredients also communicates nutritional power.
In the light of this success Belvita has plenty of followers, but I’m not convinced that McVities is going to make much of a dent in Kraft’s market share with this packaging. Maybe it’s for breakfast in bed, at the weekend…